Brand – Your Identity

Branding is one of the most important aspects of any business, large or small, retail or B2B. Your brand should tell customers what they can expect from your products and services, and it differentiates your offering from your competitors.

An effective brand strategy gives you a major edge in increasingly competitive markets.  But what exactly does "branding" mean?  How does it affect a small business like yours?

Simply put, your brand is your promise to your customer.  It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'.  Your brand is derived from who you are, who you want to be and who people perceive you to be.

Things to think about:

Defining your Brand
Create a great logo
Integrate your brand into your marketing plan
Create a “voice” for your company that reflects your brand
Design templates and create brand standards for your marketing materials
Develop a tagline – capture the essence of your brand


Naming your Business

When researching business name ideas, start-ups need to think carefully for both legal and marketing purposes.  An effective business name could prove to be your most powerful branding tool and naming your business requires a lot of consideration. 

Make a list of business name options, ask friends/family/contacts what they think and whittle it down to the one that says everything you want to convey about your business.  It should be unique, compelling and memorable.

Get your name and branding write from the start can save significant time and money further down the line.


Brand Colours

Brands and colours are very closely aligned, with the colours of certain brands being so iconic that simply seeing that colour in an isolated form is enough to stimulate brand recognition and recall; Mcdonalds is a great example of this.

It is said that two thirds of our decision making is influenced by our interpretation of colour.

Therefore, when designing a brand and its various touch points across the digital and print world, it is important to always consider the end user and the tone of voice that your brand is portraying and the context it should be perceived.

  • Yellow/gold: optimism, clarity warmth
  • Orange: friendly, cheerful, confidence
  • Red: excitement, youthful, bold
  • Purple: creative, imaginitive, wise
  • Blue: trust, dependable, strength
  • Green: peaceful, growth, health
  • Grey/White: balance, neutral, calm